Email Marketing – Factors that influence open rate

Angela Cheong
Dec. 21, 2012 by Angela Cheong

Weekly Email Marketing News Digest

It’s the weekend before Christmas, and we hope you’re just as excited as we are!

Big news this week with Instagram’s change to their terms of service and resultant uproar in the online sphere. Clearly, corporations need to be mindful of how protective people are of personal privacy as that continues to be an emotional trigger point for online users.  Instagram reverted back to their original terms days later with a blog post announcement by co-founder Kevin Systrom. Not to belabor the point, but here’s another privacy gaffe making the rounds.

FTC Complaint Says SpongeBob App Violates COPPA

Marketing and children. Replace “and” with a “to”, and that line is enough fuel to spark lively debates about the need to protect children’s data from being exploited. The Center for Digital Democracy has filed a complaint that the popular Spongebob Diner Dash mobile app has violated the Children’s Online Privacy Protection Act. Its crime? Collecting the email addresses of users without first requiring parental consent. The Spongebob Diner Dash app has since been removed from the iTunes store.

Mobile marketing serves as an attractive option for marketers in generating new leads due to its prevalence and effectiveness, but caution is clearly needed. Mobile is one of the most private user experiences. While it exists as a unique opportunity to reach customers, it’s easy to cross the line and become too intrusive. When children are involved, things get even trickier.

Does your company overestimate the value of an email address?

More on the issue of privacy.

We all know how valuable email marketing is to companies. It’s been known as the best tool to nurture a lead, and reports of its demise are greatly exaggerated. Email guru, David Daniels stated in a recent webinar that social media does not replace email, but rather complements it. Obtaining a potential lead and building up one’s database for email marketing is necessary for marketers, but how this is done matters. Gaining personal data without customers filling up a form and requesting more information or making a purchase, strays too far into the nebulous ethical grey area. It’s like waving a red flag in the face of bulls.

Email Marketing: Factors that influence open rate

A/B testing continues to be one of my favourite reading topics. It’s fascinating to see how simple tweaks to colour and font can influence clickthrough rate.

Designers all over the world despair, but as Obama’s campaign staff discovered, a personal tone and gawdy design is sometimes the key to brand engagement. As far as I am concerned, if I’m getting conversions through ugly design, then I’ll stand behind ugly design!

Aside from design, here is a comprehensive list of elements that continue to affect open rates:

  • Event triggers
  • Sender recognition
  • Subject lines and relevance to content
  • Urgency
  • Word count
  • Forwarded emails
  • Time of day

lp-form-test

The creation of personas allows for subsequent messages to be tailored to customers’ needs and this has seen to be more effective than normal emails in driving clicks.

Email Inspiration: Six Great Responsive Email Designs

Look how well the design below works when it is opened on a mobile phone.  Lyris has highlighted 6 brands that have created some great designs that work across multi-channels. Also check out this cool presentation on responsive design.

british-airways-emails

Email is most important channel for driving Christmas sales: infographic

And finally, to put everyone into a Christmas mood here’s a lovely infographic about driving Christmas sales. Email is seen to be the most effective at 43%, SEO and SEM tie at 33% and social media comes in fourth at 21%.

ecircle-infographic-2012

Capitalize on mobile to increase your open rate in your marketing campaigns with our 10 Steps To Mobile Messaging Guide!

10 Steps To Mobile Messaging

2 Comments

  • I read in a campaign recap news piece that the email subject line the Obama campaign raised the most money with was:
    Hey
    Sounds crazy, but there’s probably a lot of different reasons why this worked so well. I’ll bet a lot of recipients thought it might be an error and clicked thru to see what was what. Or maybe thought it was some kind of personalized outreach. I’ll post a link if I can find the story.

    Reply
  • My guess is the effectiveness of that email in creating a strong call-to-action had a lot to do with sender recognition and the credibility of Obama’s campaign. It would be an interesting study to see how a similar subject line would work for other less recognized businesses!

    Reply

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